etouches and Silverpop: Offsetting the Engagement Valley

Simplifying meetings and events executionThe Engagement Valley:

How to Use Silverpop to Minimize Post-Event Dips in Engagement

Suzanne Carawan, VP Marketing

Simplifying meetings and events execution

Engagement

• Comprehensive, often weighted score, that is used to determine which individuals are most invested/attentive to your brand/product/offerings

• Transactions ($, frequency, duration, periodicity) + behavioral metrics = engagement score

Simplifying meetings and events execution

Possible Engagement Factors

• # Comments • Times Attended• # Posts to

discussions/blogs• # Referrals• # Click throughs• # Opens• # Submitted help

tickets

• # Forwards• # Likes• # Shares• # Direct links• # Visits• # Calls• # Views• # Retweets

Simplifying meetings and events execution

Creating Engagement Scores

• Greater weight based on:•Monetary criteria• Clout/ level of influence• Number of connections/followers/years

of service• Source of engagement

• Decide what is the right engagement score mix for your organization

Simplifying meetings and events execution

Graphing Engagement

Simplifying meetings and events execution

Graphing Engagement

Simplifying meetings and events execution

Truth About Events

• Wild frontier of measurement

• Not used within context of greater campaigns

• Not seen as strategic

Simplifying meetings and events execution

Truth About Events

•Events are hot again! Increases as a marketing and sales tool are on the rise and projections just getting bigger

• Mocial increases demand for events

Simplifying meetings and events execution

Truth About Events

•Marketers’ dream:• Content• Demographics, psychographics• Transactions• Isolated population to study• Multichannel opportunities• Actionable• Measurable• Multi-touchpoint

Simplifying meetings and events execution

Truth About Events

From MPI’s FutureWatch 2011 Study

Simplifying meetings and events execution

Truth About Events

From MPI’s FutureWatch 2011 Study

Simplifying meetings and events execution

Email Forecast

Simplifying meetings and events execution

Email Forecast

• Move from paper to email-based daily news during event• Increase in banner ad placement & sponsor inclusion with tracking mechanisms• Completely tied into social media outlets• Content!

Simplifying meetings and events execution

The Engagement Valley Effect

Simplifying meetings and events execution

Why the Valley?

• No time• No plan• No call-to-action• No continuity• No emotional reinforcement

Simplifying meetings and events execution

Valley Effects

Simplifying meetings and events execution

Valley Effects

Simplifying meetings and events execution

Minimize the Valley Effect

• Start earlier• Continuous touchpoints• “Mini” events to build demand• More creative, more content• More mocial• Increased touchpoints/visibility for groups that wish to reach your target audience• More points to analyze & adjust

Simplifying meetings and events execution

Minimizing the Engagement Valley

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Simplifying meetings and events execution

Minimizing the Engagement Valley

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Simplifying meetings and events execution

Contact Information

Suzanne CarawanVice President of Global Marketingscarawan@etouches.com203.403.9013@suzannecarawan